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Product Development brief for Land Rover footwear
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BRAND ACTION PLANFOOTWEAR
2010
BAP & CAP HIGHLIGHTS
BAP – BRAND ACTION PLANPRODUCT, PRICE AND POSITION FOR
Dealerships
Footwear specialty retailersApparel specialty retailersBetter department stores
Better on line retailers
CAP – CONCEPT ACTION PLANDISTINCTIVE AND DIFFERENT MERCHANDISE CONCEPTS SEPARATING
LAND ROVER AND RANGE ROVER
LAND ROVER BRANDS DELIVER
COMFORTABLE
FUNCTIONAL
AFFORDABLEINNOVATIVE
STYLISH
CONSUMER RECEIVES
VALUE
DISTINCTIVE INNOVATIVE
STYLE
FUNCTIONALITY
COMFORT AND QUALITY
LAND ROVER PRODUCTS 2008
COMFORTABLE
FUNCTIONAL
AFFORDABLEINNOVATIVE
STYLISH
MARKETPLACE / DISTRIBUTION PLAN
LOW UNIT VOLUME
HIGH UNIT VOLUME
DEALERSHIP
FOOTWEARSPECIALTY
QUALITY ON LINE
RETAILERS
APPAREL SPECIALTY
MASS MERCHANT
BETTER DEPT.
STORES
CHAIN STORES
FOOTWEAR VALUE
RETAILERS
CLUB STORES
SELL LAND ROVER
DO NOT SELL LAND ROVER
HAPPY HOLIDAYS FROM B & L
DISTRIBUTION
KEY COMPETITORS
LAND ROVERMERRELCLARKSNORTH FACEVASQUEKEENHI TECTIMBERLANDCOLUMBIASALOMAN
RANGE ROVER
DONALD PLINER
MONTRAIL
GARMONT
SCARPA
ECCO
BACCO BUCCI
BLOKES – URBAN BLOKE
MEPHISTO
TOSCHI
TO BOOT NEW YORK
ASOLOLOWAOAKLEYSPERRYSEBAGOTEVAROCKPORTBORNHS TRASKWENGER
KEY CONSUMERLAND ROVER
GOOD APPETITE
CONSERVES
WANTS TO FEEL GOOD
DOG – RETRIEVER
WATCH - TAG / ORIS
- FATHERS HAMILTON
IDEAL WEEKEND - WILDERNESS
KEY CONSUMERRANGE ROVER
GOOD TASTE
CONSUMES
WANTS TO LOOK GOOD
DOG – DALMATION
WATCH –ROLEX DAYTONA
- IWC
IDEAL WEEKEND - BACCARA
RANGE ROVER CONSUMER
LAND ROVER CONSUMER
RANGE ROVER CONSUMER
LAND ROVER CONSUMER
RANGE ROVER CONSUMER
CATEGORY OPPORTUNITYMENS
0 5 10 15 20 25 30
MENS ACTIVE / ATHLETIC
MENS DRESS
MENS CASUAL
YOUNG MENS
MENS BOOTS
MENS SANDALS
MENS SLIPPERS
PERCENT OF MENS FOOTWEAR SOLD
CATEGORY OPPORTUNITYWOMENS
0 5 10 15 20 25 30 35 40 45
SEASONAL BOOTS / SANDALS
WOMENS ATHLETIC / ACTIVE
WOMENS BETTER DRESS
WOMENS DRESS SANDALS
WOMENS SLIPPERS
ALL OTHER
PERCENT OF WOMENS FOOTWEAR SOLD
CATEGORY OPPORTUNITYSUMMARY
PRIORITIZE DEVELOPMENT AND STYLE / COLOR TO CATEGORY AND CONSUMER
• EXAMPLE – YOUNG MENS – NO – NOT OUR CONSUMER
• EXAMPLE – WOMENS DRESS SANDALS – FEW – LOW OPPORTUNITY AND NOT BIG FOR OUR LAND ROVER CONSUMER
BOOTS FUNCTIONAL/
FASHION
ACTIVE / ATHLETIC
CASUAL / COMFORT
CONCEPT ACTION PLAN
LAND ROVER – INTRODUCE COMFORTABLE, FUNCTIONAL, AFFORDABLE, INNOVATIVE AND STYLISH FOOTWEAR TO THIS CONSERVATIVE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY
RANGE ROVER – INTRODUCE STYLISH, INNOVATIVE, COMFORTABLE, FUNCTIONAL AND AFFORDABLE FOOTWEAR TO THIS FASHIONABLE BRAND LOYAL CONSUMER AND IN THIS DISTINCT ORDER OF PRIORITY
BRAND PRODUCT RULESLOOK AND MATERIALS
UPPERS
LAND ROVER - RUGGED
PEBBLED LEATHERS
DISTRESSED LEATHERS
IRREGULAR MOTTLED LEATHERS
OILED SUEDES AND NUBUCK
HEAVY CANVAS
RAW EDGE
RANGE ROVER - REFINED
NAPA LEATHERS
BURNISHED LEATHERS
UNIFORM MOTTLED LEATHERS
NUBUCK
HEAVY LINEN
FINISHED EDGE
FUNCTIONALSLEEK CONTEMPORARY
BRAND PRODUCT RULESACCENTS AND DESIGN
UPPERSLAND ROVER
ACCENTS / DESIGNNO OR VERY LITTLE GORE
NO OR LITTLE VELCRO
MULTI COLOR LACES
EMBROIDERED LEATHERS
SPEED LACES AND RIVETS
DOUBLE STITCH GOODYEAR
PINKED OR RAW EDGES
SIDE LACING AND ZIPPERS
LACE GUARDS
MOLDED TOE BOX – HIGH AND SQUARED
RANGE ROVER
ACCENTS / DESIGN
GORE
SOLID LACES
EMBOSSED LEATHERS
SELF LOOP OR DIE CUT LACES
FINISHED EDGES
VELCRO CLOSURE
FAUX LACE GUARDS
GRACEFUL TOE BOX – LOW VAMP / SLEEK
BRAND PRODUCT RULESOUTSOLES
LAND ROVER OUTSOLESMINI LUGS BOOTS AND SHOESOCCASIONAL FULL LUGS (BOOTS)COMPOSITE DRESS OUTSOLECORK OUTSOLE OR LAYER“AUTHENTIC”REVERSE HEELS COMFORT STURDY HEELS - WOMENMEDIUM TO HIGH RAND VULCANIZEDCUSHION IN SANDAL
RANGE ROVER OUTSOLESMINI LUGS
AUTHENTIC FULL LUGS (BOOTS)
LEATHER DRESS
MOLDED DRESS CASUAL
NO REVERSE MENS HEELS
THIN WOMENS HEELS
VERY LOW RAND VULCANIZED
NO CORK
NO WOMENS WEDGE
NO THICK SANDALS
BRAND PRODUCT RULESINSOLES
LAND ROVER INSOLES
REMOVABLE
CUSHIONING
PLUSH COMFORT
RAISED INSTEP – ORTHODIC
COMFORTABLE
CUSHIONING
COMFORTABLE
CUSHIONING
FULL LEATHER LINED
RANGE ROVER INSOLES
REMOVABLE
CUSHIONING
ROOM FOR COMFORT
FULL LEATHER LINED
CUSHIONING
COMFORT
BRAND COMPARISONMENS DRESS
LAND ROVER MENS DRESS RANGE ROVER MENS DRESS
BRAND COMPARISONCASUAL ATHLETIC
LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC
BRAND COMPARISONMENS SANDALS
LAND ROVER MENS SANDALS RANGE ROVER MENS SANDALS
BRAND COMPARISONMENS BOOTS
LAND ROVER BOOTS RANGE ROVER BOOTS
BRAND COMPARISONMENS DRESS CASUAL
LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL
BRAND COMPARISONMENS SLIPPERS
LAND ROVER MENS SLIPPERS RANGE ROVER MENS SLIPPERS
BRAND COMPARISONWOMENS BOOTS
LAND ROVER WOMENS BOOTS RANGE ROVER WOMENS BOOTS
BRAND COMPARISONWOMENS DRESS CASUAL
LAND ROVER DRESS CASUAL RANGE ROVER DRESS CASUAL
BRAND COMPARISONWOMENS CASUAL ATHLETIC
LAND ROVER CASUAL ATHLETIC RANGE ROVER CASUAL ATHLETIC
STRATEGIC PRODUCT INITIATIVES
1. DEVELOP AN INNOVATIVE HIGH QUALITY COMFORT AND SUPPORT FOOTBED FOR ALL PRODUCTS SO A “WALKING” / “HIKING” STORY CAN BE MADE. MAYBE A “PARON” FOOTBED. A DEFINABLE DIFFERENCE THAT CAN BE EXPLAINED. FOR EXAMPLE;
STRATEGIC PRODUCT INITIATIVESCONTINUED
2. DEVELOP A DISTINCTIVE MINI LUG OUTSOLE THAT LOOKS GOOD FOR BOTH DRESS AND CASUAL. MARUTI HAS A GOOD ONE.
3. SOURCE PRODUCT DIVERSELY SO THAT A [GOOD –BETTER – BEST] PRICING STRATEGY CAN BE REACHED. SUGGESTING [INDIA – INDONESIA / PORTUGAL – ITALY]
4. CREATE DISTINCTIVELY IDENTIFIABLE FEATURES (FLAGS) TO THE PRODUCTS SO THEY ARE RECOGNIZED AS LAND ROVER
5. CREATE 6 MENS STYLES AND 4 WOMENS THAT ARE CONSIDERED CORE BASICS AND CARRY OVER FROM SEASON TO SEASON IN BASIC COLORS
BRAND FLAGS• GREEN
– INNER LINING
– SANDWICH LAYER IN OUTSOLE
– OR FULL OUTSOLE
BRAND FLAGS CONTINUED
• SIDE TIE and ZIP LR, GORE on all RR
BRAND FLAGS CONTINUED
• MOLDED OR UNIQUELY SHAPED TOE BOX
LABELING / PACKAGING
• HOLE CUT IN ALL BOXES
• BOXES OF RECYCLED PAPER
• SHOEHORN KEYCHAIN IN EVERY BOX
• PHOTO BROCHURE LINE LIST OF OUR BASIC COLLECTION IN EVERY BOX WITH FEATURES AND BENEFITS
NEXT STEPS
• SPECIFIC LINE PLAN BY PRODUCT CATEGORY WITH ICONIC STYLES ATTACHED. THIS IS AN EXTENSIVE AND DETAILED PRODUCT STYLE DIRECTION.
• PRICING MATRIX INCLUDING COMPETITORS AND PROBABLY COUNTRY OF ORIGIN TO HIT THE PRICE POINTS.
• PUSH STRATEGY TO MARKET
• PULL THROUGH MARKETING STRATEGY AFTER PLACEMENT